北京春节庙会游客动机研究  

An Exploration of Spring Festival Temple Fair Visitor Motivations in Beijing

作　　者：李伟[1] 许忠伟[1] 魏翔[1] 

机构地区：[1]北京第二外国语学院旅游管理学院,北京100024

出　　处：《北京社会科学》2011年第1期32-35,共4页Social Sciences of Beijing

摘　　要：本文以北京春节庙会的游客为样本,通过实证方法分析了去庙会不同次数的游客的动机倾向。研究发现驱使游客重复去庙会的动机并非"感受传统文化",而是"享受美食"。本文还检验了人口特征,如性别、年龄、学历等对庙会重游次数与动机关系的影响,发现具有"和家人、亲友相处"动机的女性游客以后重游庙会的概率低于男性游客等现象。This paper samples visitors to Spring Festival Temple Fair in Beijing to explore the motivations for repeated visits via an empirical approach.It shows that enjoying delicacies at the Fair rather than experiencing traditional Chinese culture represents the major motivation for repeated visits.It also examines the impact of population characteristics,such as gender,age,and education,on the number of visits and motivation,with findings including that female visitors driven by the desire of keeping company of families and friends are less likely to revisit the Fair than male visitors.

关 键 词：春节庙会 游客动机 人口特征 

分 类 号：C913.3[经济管理]